Running Great Meetings and Workshops For Dummies

Chapter 10

Running Focus Groups

In This Chapter

Understanding what focus groups are and how to use them

Getting ready to run one

Doing it right

Analysing your data

Focus groups are a simply fantastic way of getting lots of data because they are simply mass interviews. So when you run them (and you usually run a series), you’ll get copious material that should provide you with loads of actionable insights. To achieve that, you need solid end-to-end planning and robust execution.

Then you’ll get the results you want, which are clear understanding and practical actions emerging out of all your useful data. This chapter covers everything you need know about how to plan for, manage, facilitate and write up a focus group.

Knowing When to Use a Focus Group

You run a focus group because you want information that will lead to action, and that information is best gathered by bringing together a group of people to share their thoughts, feelings, perceptions and opinions about a specific issue. The point of a focus group is to talk, answer questions, exchange stories and comment on shared experiences ...